TY  - JOUR
AB  - Describes the job of selling health‐care services and compares it to
traditional types of sales positions. Providing such a comparison may
stimulate marketing managers in other service industries to conduct
their own survey of salesforce characteristics and to analyze critically
the findings. The research design serves as a model for the research
process, analysis and interpretation to be utilized in other service
marketing arenas. Promotion of health care has evolved from an emphasis
on advertising to a current interest in personal selling. Along with
public relations and planning research, sales is becoming a significant
part of the marketing function of health‐care organizations.
Specifically, the study was designed to define the basic characteristics
that profile the present salesforce in health care in the USA.
Addresses attributes of the organizations, as well as organizational
variables. Managing a successful salesforce in the approaching
health‐care reform era will be essential to an organization′s survival.
VL  - 8
IS  - 4
SN  - 0887-6045
DO  - 10.1108/08876049410070718
UR  - https://doi.org/10.1108/08876049410070718
AU  - Bowers Michael R.
AU  - Powers Thomas L.
AU  - Spencer Pamela D.
PY  - 1994
Y1  - 1994/01/01
TI  - Characteristics of the Salesforce in the US Health‐care Service Industry: A Comparative Study of Selling Professional Services
T2  - Journal of Services Marketing
PB  - MCB UP Ltd
SP  - 36
EP  - 49
Y2  - 2024/04/20
ER  -